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Swedish Armed Forces Test Your Real-World Limits

Published on March 08, 2012.

Helping people in need is key to being a soldier, but how far would you go? Would you enter a room not knowing when you might get out? That's the question posed by "Who Cares?," the latest digital project from DDB Stockholm with production by B-Reel for the Swedish Armed Forces.

The site, which went live on March 7, centers on a person locked up in a small, enclosed space in central Stockholm. This person can only leave if someone willingly replaces him.